The 'clean' (healthy/safe) trend is a groundswell that affects all sectors and will spread to all products.
'Clean food', 'clean beauty': Sephora in the United States has just created a category under this name and Silicon Valley is experiencing a craze around 'clean meat': "In the USA, a myriad of startups have invested in this segment and have already raised nearly 1,5 billion dollars from investors like Google and Bill Gates, but also from agri-food giants." Le Monde 2018
This healthy and clean movement has as its primary ambition safety, for oneself, one's loved ones, then the preservation of the environment.
Indeed, health has become the absolute priority for consumers, and in the face of the flurry of scandals in all areas, mistrust is the order of the day, for example:
• The maintenance products Conventional products are toxic: cleaning is said to be as harmful as smoking 20 cigarettes a year.
• There are “substances of concern” in 185 cosmetics in EU (2017).
• Only 30% of French people (39% in the UK) trust the beauty industry regarding the safety of products
The organic sector was one of the pioneers of 'clean', guaranteeing healthy and transparent consumption. 92% of French people declared having consumed organic products in 2017. Today, this 'clean'/safe movement challenges and amplifies the promises of natural/organic, through ever healthier organic innovations.
Thus, faced with the rise of allergies, food and skin intolerances, the obligation of 'free' is established, synonymous with 'healthy', good health. The formulas are refined, shortened, simplified and intended to be reassuring: no preservatives, no GMOs, no lactose, no nitrates, no sulfates, but also no salt, no sugar or the recent "zero pesticide residue". Gluten-free is on the way to becoming a new standard.
The reduced lists of ingredients are sought after by consumers eager for safety, especially when we learn that women apply an average of 100 ingredients to their skin per day in 2017!
The 'purity' guarantee would thus be the increased promise of natural/organic.
PROOF IN PRODUCTS
Food :
• Ham without nitrite salt, by SBV Prés Gourmands
• Frutaki Bio, sweets made from 97% fruit, no added sugar and gluten-free, by Ayiure
• Ciao Le Sel Acidulé, a salt substitute, with components that create an acidic flavor that compensates for the lack of salt in culinary preparations (patent pending), by Aromandise
• Gluten-free legume couscous, by Vajra SPRL
• Chia & Coconut Roo'Bar energy bar, 100% raw with only 4-5 ingredients, by Nature & Expression
• Roscoff onion and seaweed wafers, with only 5 ingredients, by Algue Service
Dietary products :
• 
As at Maison de Natâma, dishes cooked without allergens or gluten (clean label), by Clarelia SAS
• Extra Pure, 94% cocoa, free from soy, gluten, lactose, palm oil and date sugar, by Lovechock BV
Food complements :
• Duo Premium line, alcohol-free, excipient-free, technologically auxiliary-free, and guaranteed with a quality marker on each batch, by Fitoform SAS
Cosmetics and hygiene :
• Sulfate-free anti-dandruff shampoo, made from South American tree bark and enriched with essential oils, by Florame
• Menthol powder toothpaste, without fluoride, preservatives, allergens or additives, by SDEB Ecodis• Bath diapers made from 75% cellulose, 0% latex, chlorine, GMOs, petrolatum, perfume, by Tidoo Nature
•Le Délicat Deodorant, for sensitive skin, without aluminum salt, alcohol, essential oil or hydrosol not recommended during pregnancy and breastfeeding, by Omum